2011 MOBI Award Finalist, Best Mobile Branding Campaign: Paramount for Jackass 3D
publication date: Aug 24, 2011
Best Mobile Branding Campaign Finalist
Paramount Pictures Agencies: MEC, Millennial Media Brand:Jackass 3D Executives Involved in The Campaign: Mike Rosenberg, Executive Director of Advertising & New Media at Paramount Pictures Campaign Brief: Paramount Pictures – “Jackass 3D” Global Mobile Advertising Campaign “Utilizing mobile allowed us to extend our brand into a space dominated by our target audience. Creating this game gave us the opportunity to take the attributes of what made Jackass so popular and allow users to interact with them in the mobile space.” – Mike Rosenberg, Executive Director of Advertising & New Media at Paramount Pictures Strategy To promote the theatrical release of Jackass 3D, Paramount Pictures teamed with Millennial Media to create the advertising industry’s first ever global mobile media campaign. The campaign ran in four continents, ten countries and six different languages. Paramount’s main goal was to drive excitement and ticket sales around the release of the film, and they saw a unique opportunity to do this by leveraging the expanding international mobile audience, which according to eMarketer, has skyrocketed to 571 million global Smartphone users. By working with Millennial Media, Paramount was able to ensure the ads were optimized to run cross platform. Being able to reach users on multiple OS platforms was crucial to ensuring the campaign would reach as many consumers (and potential movie goers) as possible. Execution and Media Entertainment is a top mobile advertising vertical, (as an industry it grew 274% in 2010), so to stand out in what can be a crowded field, it was essential that Paramount’s campaign would drive engagement, encourage viral sharing, and leave an impression on the consumer. To do this, Paramount worked closely with their agency, MEC, and Millennial Media to develop a mobile experience that was both compelling and relevantly themed with the Jackass franchise. The final creative featured HTML 5 Rich Media ad units, and a unique, in-ad, interactive game. The game was titled “Whack-a-Jackass,” and required users to tap the heads of their favorite Jackass personalities as they popped up on the screen. The game was designed so users had to physically interact with their phones in order to play (by tapping, or “whacking,” the heads of the Jackass stars), adding another level of interaction to the ad unit. After playing the game, users could share results on Facebook, and visit the movie’s mobile site to purchase tickets, watch a trailer or view additional photos and videos. Results and ROI The global campaign delivered significantly higher engagement than industry standards and the game was replayed by users more than a third of the time. Jackass 3D brought in $50 million at the box office in the opening weekend, and over $170 million worldwide over the course of its theatrical release. Link to Your Creative Materials: Video Campaign Summary |
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